A question we get asked the most is: “How long should my video be?”
The short answer is between 60 to 90 seconds. In today’s fast-paced, content-packed world, videos that are shorter are often better. But it’s not be that simple. The optimal length depends on things like where will your audience be viewing the video, and what sort of content the video is delivering.
Not all videos are created equally. Some require more photos or animation. Some present more text information than others. Different video objectives will require different content which will affect the overall length.
Having an objective will guide the nature of the video. For example, a video announcing a company anniversary at a dinner party may require more photos and copy than a simple video announcing a new location. The former may need to be longer because the audience will be sitting down and devoting all their attention to it. The later should be shorter because there is not much information required, and it’s more likely the audience is viewing the video on their computer or phone.
The pacing of your video can also create the illusion of duration. If the material used is constructed as a narrative with variable pacing, it can entice the viewer to want to know what happens next therefore they will watch the video until the end. In turn, the video may feel shorter.
Things like text speed, amount of text or the way text is presented can alter the pacing. This can make the video feel either quick or slow and boring.
Here are some suggested video lengths based on content:
Invitation 15-30 sec
E-card 15-45 sec
Company Promotional/Product Video 60-90 sec
Anniversary Video 60-120 sec
Trade Show Event 3-5 min (looping)
Social Media Videos 30 secs (ideally, these videos should grab attention within the first 5 seconds)
Customer Testimonial 30-60 sec
Explainer Video 60-90 sec
By considering these factors, you can create powerful marketing videos that are not too intrusive, and are interesting as well as informational… And most importantly, the right length.
When it comes to video marketing, length matters.